One of the best parts of being in the Beauty Crew is meeting the movers and shakers of the industry. Our favourite type of person to chat to? The brand owner!
We've become just a lil obsessed with New Zealand brand Sub24 (spoiler...they'll be featuring in a Best Beauty Box Ever very soon!) . We're used to seeing products aimed at young adults that only target acne or pimples. Sub24 is all about offering a natural way to healthy, balanced skin; creating the perfect regime to see a teen through to their early twenties setting good skin care habits early on!
We ask founder Carolyn Armstrong to take us behind the brand...
Tell us a bit about yourself? What is your background? How did the idea to launch your brand come about?
I am a mother, wife and business owner so life is busy but full of fun, variety and unpredictability! I grew up in a small country town in the deep south where farming life taught me to be strong, to problem solve, to work hard and to be resilient. Nature and all things natural are very important in my life and this I believe stems from my upbringing. Leading a healthy life style is very important and as a mother I am trying to instill these qualities and the appreciation for nature and all things natural into my two teenage daughters.
When I left home I moved to Dunedin and studied at Otago University where I obtained a BA and a Diploma in Teaching. From there I taught overseas and travelled for several years (these were fun times) I also did many other jobs while I travelled. Jobs that gave me just enough money so I could take that next trip!
I am a true believer in the power of education and the power of nature and the two together has been one driving force behind the development of Sub24. The other has been the simple fact I have two teenage daughters who needed and wanted skincare and I wanted to know what was going on their skin. Hence Sub24 was born!
How long have you been in the beauty industry?
I have been working in the beauty industry for about three years now. Two years of development and I launched one year ago.
What does your brand stand for?
Sub24 stands for the health and beauty of our next generation. It is about young adults gaining confidence naturally. It is about educating young adults how to care for themselves naturally so they can lead long healthy lives. Using a natural skincare range is part of the puzzle to obtaining good health. Good habits begin at an early age.
I have used the name Sub24 simply because the needs of a young persons skin is different to that of a 50 year olds and therefore requires different ingredients and different consistencies. Young adults bodies change in their early to mid twenties when their hormones change and so does their skin, therefore their skincare should alter accordingly.
What is the philosophy behind your brand?
Our philosophy is very simple “Beauty is being the best possible version of yourself on the inside and out.”
Sub24 is about helping young adults gain confidence through our natural products.
Your skin is one of the largest organs you have so it is paramount you care for it. Keeping skincare simple, natural and balanced, allows the skin to easily absorb the beautiful vitamins, minerals and good fatty acids from the natural oils and herbs we use.
Young skin does not require harsh ingredients that strip the skin of natural oils, instead it needs gentle, nutritious ingredients to feed the skin and to keep it clean and pH balanced. We believe skincare should work with your body and be food for your skin to help fix, not just the symptoms, but the cause.
We believe that good food, lots of water, regular excersie and using natural skincare help to complete the puzzle to gaining good health and clear skin.
Transparency is paramount in all we do, we believe everybody has the right to know what is being put on their body.
To many people, you would have their dream job, what is the best thing about working for such a gorgeous beauty brand?
Having a dream job is a great concept. I think every job has good bits and bad bits and it is the same with running and developing a skincare company. The things I like most are researching and developing new products and I love the fact that I am making available to young adults a natural product that is of high quality affordable and safe.
It sounds like you have a really glamorous job: Do you rub shoulder with the rich and famous?
No but that would be fun if I did – maybe one day when sub24 is bigger!
What is your best selling product?
To date it is the moisturiser.
What is it about this product that makes it so popular?
People like it because it is light, it is great for sensitive skin, it soaks in fast and they like the smell. It is also good for under makeup as it isn’t too oily.
What is your favourite product from your range?
I obviously like all the products and the fact they work together but if I have to choose I am partial to the Face Scrub. I use Jojoba wax beads in the face scrub to exfoliate which are great for your skin as they are round and do not scratch your skin plus they are good for the environment. It’s easy to use as I just leave it in the shower and use it twice a week.
What advice would you give to someone reading this who would like to do what you have done?
Be prepared to work hard and to become a problem solver. Surround yourself with like minded people and plan well.
What has been the biggest highlight of your career so far?
Hearing from positive people who use Sub24 that have had problem skin and have had trouble finding a skincare range that suits them and seeing the difference it has made. I love to make people happy!
What has been the biggest challenge you have faced?
There have been many challenges and all are big in there own right at that time, but my current challenge is distribution.
What does a normal day for you consist of?
Wow a big question, as every day is different. Currently I am working on my next product mixed in with being a Mum. Each morning the online orders are cleared and sent off after that I may have meetings mixed with answering emails or working with suppliers, retailers, manufacturer, to planning while the next day I am researching or working on marketing or running my kids around but I always make time for exercise and a coffee!
How do you relax?
I am an active relaxer so I love to go to Les Mills classes. Dunedin has wonderful bush tracks so I love to walk or run in these and my new discovery in life is yoga and I love it! I wish I had discovered this earlier in life as it makes for a fantastic balance.
Can you give us a hint about what is next for you? - The person and the brand?
There is so much more to come from Sub24. Young adults deserve to have their own skincare range. A range that is naturally formulated packaged and designed for them. Their needs are different from mine therefore it has to be different.
I am launching a new product quite soon and there is a new and exciting range to follow later in the year. So watch this space!
Thanks so much Carolyn - we can't wait to see what 2017 has to bring from Sub24! Be sure to follow Sub 24 on Facebook and head over to their website to check out the range!
Is there a reveiw page for their products?